For the entire duration of this season, Mavs star Luka Doncic has quietly been undergoing a battle off the court: a dispute with his mother Mirjam Poterbin over the trademark control of his name and brand.
It appears though that fight is over as Luka and his mom have quietly reached a settlement over the trademark "LUKA DONCIC 7."
Luka created his own logo of a "77" configured to look like "LD" with an outline of "S" signifying his native Slovenia, which debuted in September 2021, shortly after he signed his historic $207 million supermax contract extension with Dallas.
The original "7" logo was used early in his career, shortly after the Mavericks acquired his draft rights in June of 2018. In November of 2018, then-19-year-old Doncic gave his mother consent to register his name as a trademark, and it was officially registered in January 2020.
According to the petition filed in September Doncic in July 2021 provided written notice to his mother that he no longer consented to use and registration of the "7″ trademark because he wanted to consolidate his brand without her involvement.
Doncic said in a statement at the time, "I have a lot to look forward to as I continue to grow as a player and a person and it's important to me to control my own brand and focus on giving back to my communities."
According to public records of the case, on December 5 Doncic terminated a petition that he filed on Sept. 6, in which he sought to cancel the registration of the trademark.
Attorneys representing Doncic and Poterbin in the case have not responded to The News' requests for comment.
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